NEXT Lab

NEXT Lab is the in-house experiential design lab at Exhibit Concepts, used to develop and test out new ideas, expand upon existing offerings aimed at integrating high-caliber experiences into a branded environment, as well as show the work to current and prospective clients. When Exhibit Concepts created this new department, the executive team tasked the creative team with creating a new brand for this new department that, at some point, may become its own independent company. The name NEXT Lab is an acronym for New EXperimental Technologies Lab, and this department works with a new focus on AI design, giving clients a chance to walk through their trade show booth without the need to use actual materials.

For this design, the executives wanted a logo that emphasized the NEXT, while giving a design that had the feel of a tech-firm feel that played well with the Exhibit Concepts logo. I chose to dissect the ECI “bug” (the diamond shape) and cut it down to create a capital “N” and “L”. I also decided to incorporate the “tech-firm” feel by making the NEXT Lab “bug” into a circuit board.